We purchased a similar Sony Bravia LCD HDTV in the 32" model earlier last year for our bedroom, and decided to get a 40" model for our family room.
We were pretty sure we wanted another Sony as our 32" TV has been wonderful! We looked at the various brands in Best Buy to see if the Sony still impressed us, and it did. The 720p image is clean, sharp, and crisp. Perfect for a 40" TV. We felt like 720p is the way to go for now since shows are not broadcast in 1080p yet nor will be in the near future. The 720p models are substantially less expensive too.
The Sony looks nice with it's black, matte finish. We subscribe to Digital and HD Comcast cable and the picture and sound are wonderful, right out of the box. There is a menu where you can make adjustments easily, if you desire.
We are very pleased with our second Sony Bravia and would not hesitate to recommend them to friends and family.